Thursday, 26 January 2012

Wanted - Co-reg Copywriters

For the many millions of lead generation budget that is spent on co-registration (co-reg) it's amazing how little time and money is spent on creating a compelling advertising creative that consumers want to engage with. Essentially marketers have a 6 word header and a further 50 words to convince a consumer to opt-in and respond to the offer.

I tend to use freelance copywriters for campaigns that is 1,000 times more effective than your average co-registration copy. Remember great copy not only increases the volume of leads generated but also raises the quality by recruiting people more relevant and in tune with the brand. Far too often, copy is left to the last minute and involves rehashing promotional blurb from a homepage - I admit I've been guilty of this in the past.

Great advert copy needn't be expensive and when you are spending millions generating leads online it is a small price to pay when you consider better copy can uplift conversions by min. 10%.

At the very least, if you are a last minute copywriter by default rather than choice, I recommend reading 'Olgivy on Advertising' to get the creative advertising juices flowing.

So if anyone out there describes themselves as a co-reg copywriter then be sure to drop me a line? - I think you are alone in this profession in the UK!

Friday, 13 January 2012

UK Exclusive - Google Affiliate Network is here

It has been rumoured for a long time, now Google has launched (albeit quietly) their very own UK affiliate network using the adsense publisher base. Is this good or bad news for the performance marketing industry? Only time will tell...

Should you want to sign-up to Google Affiliate Network, you'll get this bounce-back message:

Thanks you for your interest in Google Affiliate Network, a leading provider of affiliate marketing services and technologies. Please note that we are currently in limited beta outside of the United States and are only working with a small number of advertisers at this time. We'll keep your submitted information on file and contact you as soon as we expand our product offering.

Google Affiliate Network

As predicted at the start of the year, Google is turning up the heat in the lead generation and performance marketing space - making 2012 the most exciting yet. Watch out, you have been warned!

Tuesday, 10 January 2012

Detox your Lead Generation campaign before it's too late!

Last year, sales were walking in the door and your performance marketing garden was full of roses. Now things that used to fly aren't flying so high any more. That hard won extra budget only seems to be propping up a stalling campaign. There's no extra cash but something needs to be done - quick!

Don't be tempted to simply cut your way to your CPA target by negotiating down your leads costs and employing cheaper marketing tactics. Instead, put your lead generation campaign on Detox by giving it the five point health-check:
  1. Creative - Time to freshen-up advert copy, email creative, subject lines and from addresses
  2. Relevance - Are your prospects still as interested in the 2011 brand proposition?
  3. Audience - Tighten up the targeting to remove dead wood that's bringing down responses
  4. Incentive - Is that 5% off really pulling in the punters in todays aggressive discounted markets
  5. Conversion - Analyse leaks in the follow-up process from tele-script, email copy to DM pack that can cause those sales to fall through at the final hurdle
Put this plan into action and come Spring you'll be enjoying the results of a fresher more effective campaign.